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Augmented reality to locate the closest ATM

I’m extremely interested in branded mobile applications. As you might have read some weeks ago, with Nike Italy I have recently launched a football related app called Nike Goal, so my eyes are wide open to look for ideas and inspirations to further explore the iPhone (and now also the G1) world in order to deliver value and great consumer experiences through the device. This said, let’s have a look at the ING Wegweijzer application, I’ve discovered today on Springwise. Launched by the Dutch bank ING, the application for the T-Mobile G1 (Google phone) helps users to find not only the closest ATM machine, but also tells them how to get there and, most of all, in which direction to move the first step to reach it.

The application uses the G1’s GPS and digital compass to provide you with directions to the nearest bank machine. It’s a great example of augmented reality, since ING Wegweijzer is capable to overlay directions onto real-time views of the surrounding area.

What I also like is the fact that they launched a mini-site to explain users how to install and use the software.

For a detailed visual overview of the application, you can have a look at the photostream uploaded on Flickr by Marteen (from which the first image in this post is taken).

I saw some examples of augmented reality at the Picnic conference in Amsterdam. Some things are amazing!
However in Italy we have the problem of the mobile carriers… they are to restrictive and they tend to make you pay for every little extra that you want to use in your phone.